My study project within the design course at the Brunoiam training center
Katana Online Store
Briefly about the company
The company is a leader in Russia in the production of collection and hunting knives. The company has a very large assortment. The owners love their job, treat it like art and want a lot more of their like-minded people.
What is the problem?
The previous site of the company was produced many years ago, when the assortment was very small and its expansion was not planned.
Now the structure of the site turned out to be cumbersome and inconvenient. Even the site owners sometimes couldn't find what they were looking for.
It was necessary to refresh the design and offer a convenient structure to facilitate the use of the site by clients. Of course, it was important to increase conversions.
The main task
The task was to offer the optimal website structure and information presentation in accordance with the clients' expectations. That is, the goal was to make the buying process as simple and fast as possible.
Process description
1
Research and Interviews
Web analytics, interviews with stakeholders, analysis of social media groups visitors, interviews with the most prominent representatives of clients, surveys
More details 2
Personas
Working out the most important personas, their goals and needs, their desires and fears
More details 3
Usability Testing
Testing the current site with key users in order to identify the bottlenecks of the funnel
More details 4
Site map and Prototypes
Building an information system, drawing user flows, developing clickable prototypes
More details 5
Key Performance Indicators
What's the point?
Website improvement cannot be separate from business goals. Therefore, before starting the study, we must answer several questions.
Guiding Questions:
Website improvement cannot be separate from business goals. Therefore, before starting the study, we must answer several questions.
Guiding Questions:
- What scenarios should the client execute on the site?
- What is the final purpose of visiting the site?
- What should be the conversion of the site?
- How can the site be useful for already real customers?
Heuristic Evaluation
What's the point?
A heuristic-based method of checking the usability of an application, site, program, or whatever, that helps to identify usability issues. This is the easiest and cheapest method of iterative development, which at the first stage allows you to identify a number of problems without testing the user.
Interviews
What's the point?
Stakeholder interviews, social group analysis and web analytics allowed us to identify the main user groups for interviews.
Key points:
Stakeholder interviews, social group analysis and web analytics allowed us to identify the main user groups for interviews.
Key points:
- This method helped us to identify the main hepatitis and problems.
- The main purpose of the interview was to find out why customers buy knives, what is important for them when choosing and under what circumstances they make a purchase.
- 5 people took part in the interview.
- During the interview, many interesting facts were revealed, which were then confirmed or refuted quantitatively
Competitive research
What's the point?
Based on the data obtained, we were able to more accurately assess competitors' sites: how they present information, what they offer and what problems they solve.
Based on the data obtained, we were able to more accurately assess competitors' sites: how they present information, what they offer and what problems they solve.
Surveys
What's the point?
A quantitative study in the form of an online survey made it possible to evaluate the obtained hypotheses in terms of significance.
Briefly about the research:
A quantitative study in the form of an online survey made it possible to evaluate the obtained hypotheses in terms of significance.
Briefly about the research:
- Google tool used.
- 345 people took part in the survey.
- We were able to highlight major and minor issues, and also needs of different customer groups.
- We were able to obtain information for composing personas.
User Persona
Dmitry Petrov
40 years old, a mid-level manager
Needs & Goals
Value
- Travels a lot
- Often goes camping with a tent
- Likes hunting and adventure
- Loves nature, as a way to forget about the city bustle
- Loves reliability, buys goods that will not let him down
Value
- Verified Brands
- Detailed descriptions and product specifications
- Convenient delivery, warranty service
- Frequent assortment updates
- Favorable prices
- Intuitive product catalog, convenient mobile version
Usability testing
We tested the current site and found out what is incomprehensible and difficult for people.
The catalog turned out to be the bottleneck, as well as the presentation of information on the product page and the final checkout process.
Later, a quantitative tree-test was carried out, thanks to which it was possible to develop an optimal directory structure for the majority of visitors.
The catalog turned out to be the bottleneck, as well as the presentation of information on the product page and the final checkout process.
Later, a quantitative tree-test was carried out, thanks to which it was possible to develop an optimal directory structure for the majority of visitors.
Site map
The sitemap helps to assess the number of future interfaces, their interactions and usage scenarios.
Wireframes and prototypes
The site prototype allows us to assess the complexity of interactions and their feasibility. It also allows us to test the functionality of a new interface before starting development.
UI-design
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